• WWD, Wednesday, November 17, 2010 11:14 PM

"The gloves are off here at Condé [Nast]," said Wired publisher Howard Mittman, whose magazine will end the year No. 1 spot for ad page growth at the company, up 24%. "We're bigger than we've ever been, and we've put the brand in a place to focus on other things, like licensing deals."

The tech pub will begin testing the waters with a small collection of limited edition "hybrid" products, such as Jack Spade messenger bags, "The El" bike, headphones and iPad cases. The title will sell this merchandise in a pop-up store that opens on Friday in the three-story Tower Records building in NoHo in Manhattan. "There are now opportunities for publishers to expand the footprint of their brands," Mittman added. "We have more white space to play in - we are seeing passionate interest now from fashion and lifestyle brands, for instance."

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